This week we're breaking down:

• The Highlights:
  • Uncovering the future with Pinterest Predicts
• Trending Research:
  • Increasing account sign-ups by 320% through gamification
• Time To Get Listening:
  • Finding agility in marketing with Trek Bicycle's Andrew Rosch
• The Watercooler:
  • Breaking through the noise to find your key channels
• #MarketingTwitter:
  • Unpacking Twitter threads that are bound to get you thinking

UNCOVERING THE FUTURE WITH PINTEREST PREDICTS

Every year, Pinterest launches its trend report "Pinterest Predicts". It covers predictions for four generational segments (gen z, millennials, gen x, boomers) and 13 industries from automotive to beauty. To see all the Pinterest Predicts reports you can browse here. In the meantime, I'll breakdown our favourite reports by generation: 

✨ Gen Z: Flexercise

Brief: "This year, people of all ages will fall in love with more mellow ways to move their bodies. From starting a daily stretching routine to nature walks: It’s time to choose your own adventure."

Trending Keywords: floating aesthetic, lazy workout in bed, daily stretching routine, walking in nature, simple dance moves

Favourite Brand Tip: "Think beyond HIIT workouts and marathon training. Create content and videos that promote the softer side of working out, like bedtime warm-ups and simple stretching routines."

✨ Millennials: Curve Appeal

Brief: "Design prediction for 2022: Curve’s the word. People will invest in home decor like curved couches, curved bar designs and curved kitchen islands."

Trending Keywords: round pool deck ideas, curved couch living room, curved walls interior, curved bar design, curved kitchen island stands

Favourite Brand Tip: "Dive into this twisty trend. Using video ad tutorials, show people how to round out their homes with curved sofas or rounded bedside tables."

✨ Gen X: Cuppa Time

Brief: "In 2022, people will choose darjeeling with a friend over drinks after work. Afternoon tea is more than a meal—it’s a moment, an aesthetic, a pose."

Trending Keywords: high tea food ideas, vintage tea party, tea party aesthetic, butterfly pea tea, drinking tea pose

Favourite Brand Tip: "Food brands can offer up ideas for tea sandwich recipes and tea tasting menus. And retail brands can showcase modern kettles or traditional tea towels for an elegant cuppa time aesthetic."

✨ Boomers: Emotional Escape Room

Brief: "If you need a place to go to feel all the feels, there’s a room for that. People will plan their great (indoor) escapes and designate rooms in their homes to decompress, vibe and rage."

Trending Keywords: rage rooms, music themed rooms, crystal room, tiny library room, home massage room

Favourite Brand Tip: "Lighting and sound are essential to creating any mood. From light bulbs to speakers, create tech packages to help people make their home feel like a full-on retreat."

Create a FREE account or log into your account to access our free research highlighted below!

INCREASING ACCOUNT SIGN UPS BY 320% THROUGH GAMIFICATION

FINANCIAL SERVICES

Ally Financial Inc., a digital financial services company based in the US, has successfully utilized gamification as part of its marketing strategy to engage with teachers, parents, Gen Z and Millennial consumers through education and play.

Key Takeaways

• Ally Island: "Ally Island" was a two-week in-game activation on Animal Crossing that allowed players to improve their financial positions in the game while gaining a deeper understanding of financial concepts such as currency, interest rates, stock prices, and real estate. 
  
  
• Adventures with Zeee Bucks: Ally launched an augmented reality experience as part of their "Ally’s Adventures with Money" children’s book series. The app turns a pop-up piggybank into an interactive world featuring the book’s characters.
  
  
• Digital Dollar: Ally launched a week-long augmented reality game where players could win sweepstake prizes ranging from $10 to a grand prize of $50K. The Digital Dollar landing page generated over 500K web visits during the 5-day campaign period.
  
  
• Fintropolis: Ally has developed a world within Minecraft called Fintropolis, specifically designed to teach financial lessons into the experience as players navigate through the world. 

The Importance of Agility in Marketing and Leaning Into Discomfort with Andrew Rosch

DIRECTOR OF ACQUISITION & RETENTION MARKETING AT TREK 

On this episode, Andrew shares how his role in marketing has evolved by leaning into discomfort, staying open to change, and learning about customers.

BREAKING THROUGH THE NOISE TO IDENTIFY YOUR CHANNELS

With so many different channels available to marketers today, choosing where to focus has become incredibly difficult for multiple reasons.

Here's the framework that our team uses for Channel Selection:

👪 Step 1: Measure where your target audience is spending time online with as many tools as you can get access to, or through manual observation.

🎯 Step 2: Choose some key competitors, leaders, and challenger brands in your industry and measure where they are focusing their efforts by looking at their activity levels and whatever other metrics you can get your hands on.

🔎 Step 3: Once you’ve gathered all your data, look for patterns to find platforms where your audience’s attention is high and competition from other brands is low (the whitespace!), and also pay attention to platforms that show the opposite, these are the ones to avoid.

📈 Bonus Step 4: If you can, do steps 1-3 on a regular basis to observe trends over time instead of a one-time snapshot, making the analysis even more robust and useful.

FIVE THREADS TO KEEP IN MIND FOR 2022

A good strategy is a good strategy, no matter when you're looking at it. Here are five marketing threads from Ross Simmonds that you should be taking notes on.

1. Airtable’s SEO strategy revealed

2. Content marketing Masterclass 

3. Gong’s brilliant LinkedIn strategy

4. Marketing as applied psychology

5. Underrated resources for growth

In case you missed any previous versions, check them out via the links below.

1. What's Working in Marketing - Time to get planning 📢

2. What's Working in Marketing - Instagram Predictions for 2022

3. What's Working in Marketing - Marketing Updates for 2022 ⌛

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